Customer Service at Apple is Generating Sales

An article posted in AdAge.com highlights how Apple is changing the face of marketing to include customer service as a facet. Apple doesn’t wait for customers to have a problem, instead employees actively attempt to engage customers as soon as they enter the store. AdAge.com stated that Apple is showing, by example, the benefit of understanding these key points:

- Service is marketing: As marketers struggle to "engage" consumers, service may well be the easiest and most gratifying starting point -- and one with high sales conversion potential.

- Problems are opportunities: Tech support is an emotional experience -- so why not capitalize on that insight by openly and enthusiastically solving problems, giving reassurance and showing compassion for the pain and frustration. A satisfied consumer might just buy something else while making the trip.

- Employee authority and passion aids selling: When employees "walk the talk" in using the product they sell, credibility goes up -- and credibility drives persuasion. Passion and evangelism also move the needle.

Jane Buckingham, president of Intelligence group, a market research firm in Los Angeles, cited in an article in the NY Times that “Whenever we ask consumers to cite a great retail experience, the Apple store is the first store they mention.” CNNmoney.com also reported in an Apple 2.0 blog post earlier this year, that Apple retail stores were averaging sales of approximately $4500 per square foot. Competitors such as BestBuy only average $929 per square foot, and even luxury goods stores such as Tiffany’s only make about $2,800 per square foot. Both aforementioned sources provide confirmations for the findings in the AdAge.com article.